Brand journalism: Why marketers should be publishers, too

Let’s make something clear: Brand journalism is not a replacement for traditional journalism.

But as financial pressures in the media shrink editorial voices that traditionally give an outlet to companies and brands, marketers with valuable stories to share must find an alternative — and maybe they can become their own publisher.

The best brand journalism provides educational, informative content that, while clearly coming from a sponsor, is transparently presented. Strategies include finding people with the right skillset (former journalists, perhaps) and developing a consistent structure and medium to share the story (articles, magazines, podcasts, etc.).

Learn more about brand journalism here.

– Paul Furiga, The Pittsburgh 100